If the corporate world wants to play a meaningful role in solving our plastic pollution crisis it should stop blaming consumers and start accepting responsibility for its packaging.
The idea of brand purpose is more than just a trend. It’s a reaction to the perils of the Anthropocene.
Greta Thunberg’s now iconic headline “I want you to panic” is not just a direct response to the already tired and overintellectualised climate discourse but also a great communication strategy for brands wanting to support global climate action.
To go mainstream, brand sustainability needs to become more desirable for everyone, not just that tiny segment of “conscious shoppers”.
Looking at terrorist organisations as brands may seem trivial but doing so allows us to dissect and understand the elements and organising principles that make them who they are.
Global media and advertising come with a huge environmental footprint. But imagine a world in which brand communications, in right hands and under strong thinking, can become a regenerative force for cities.
Urban brand-utility is the emerging thinking about how to reframe marketing communications from being part of the sustainable development problem to becoming a regenerative force in the economy of smarter cities.